Disney+ has teamed up with Waitrose to launch an exclusive new product line to celebrate the release of Hulu Original Series Rivals season two, which premieres on May 15.
The new range, ‘Noshtalgia’ will be available from 27 April and brings back popular 80’s flavours. Products include rhubarb and custard ice cream, peach melba ice cream and Steak Diane crisps.
Chief customer officer at Waitrose Nathan Ansell said: “This natural integration transports viewers into the 80s world of Rutshire, with an authentic Waitrose store and branding featuring in a key scene.
“To take it one step further, we are extending this experience for our customers by launching our ‘Noshtalgia’ product range, bringing back the 80s power lunch, in store from April 27th.”
This comes as Disney Advertising also announced that it had partnered with three other brands for the show, Bombay Sapphire Gin, Volkswagen and PG Tips.
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Bombay Sapphire Gin products can be found on-screen in the second half of the season.
PG Tips has unveiled limited edition Rivals themed packaging and a nation-wide competition enables fans of the show to win a Rivals inspired Monkey. The competition will be supported by a social campaign and in-store activations.
The streaming platform’s series (including season one) will be sponsored by Volkswagen. The car brand has also provided an 80’s Golf GTI Cabriolet.
According to Disney, these are the “first” product integration deals struck with the firm for a scripted Hulu Original on Disney+ in the UK.
Vice president of partnerships at Disney Advertising EMEA Annabelle Canwell said: “From shoulder-pads and excess to shiny cars; the 80s really had it all – making Dame Jilly Cooper’s vibrant world the perfect backdrop to bring leading brands closer to both the story and our audience through our first-ever product integrations in a scripted UK Hulu Original.”
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